Sunday, February 15, 2009
Amazon Shows Sponsored Links Above the Buy Box
I was doing some research on Shoe Merchants who sell online, so that I could reach out and introduce them to Buy.com, when I searched on Rockport 7100 Men's Walking Shoes on Google. There was a link to Amazon so I figured I would see who was selling the item over there.
Here is the page that was displayed. Now I have never looked for shoes on Amazon before so this may not be new. Click on the image to see a larger version.
There is messaging at the top of the buy box that says "Customers viewing this page may be interested in this Sponsored Link" followed by the text for the sponsored link "Don't Buy Men's Rockport 7100 Shoes Until You See InsiderPricing Here! ShoesRUs.net/Rockport"
So it appears Amazon is being very aggressive with the placement of their sponsored ads by placing them at the top of the page above the Product Detail.
I haven't seen this on Amazon before and it only seems to show-up when you click onto Amazon from organic search in Google, Yahoo or Microsoft Live. I couldn't get the sponsored link to show-up on media items though.
With all the concern over sponsored ads showing up on eBay listing pages, it looks like Amazon beat eBay to the punch.
Sponsored ads are not going away and when Amazon is showing them above the product detail information on product they themselves sell, I have to ask why?
Since I'm not privy to the data, perhaps it shows that customers who click on the sponsored link still come back to purchase on Amazon and if they don't at least Amazon made some money on it.
[Thanks to Hallie over at the PeSA board, I checked into the ClickRiver aspect of these sponsored links and it looks like ClickRiver is only available for service businesses, so this program may be handled by a new department or by a 3rd party service. If you get any info please email me]
Update 2: It looks like once the visitor clicks on an Amazon site link the sponsored ad no longer shows up above the detail page. Perhaps Amazon is trying to monetize that % of visitors who link to the site and then bounce back to Google to look for something else. This would explain why the sponsored link gets such a premium placement. If it was lower on the page, the "bouncer" wouldn't see it long enough to click on it.
st my 15%